Assessing the effect of loyalty program benefits in satisfaction-udloyalty relationship: evidence from Malaysia

摘要

This study aimed at examining the relationship among program benefi ts (utilitarian/monetary, hedonic, and symbolic),udprogram satisfaction, and loyalty (program loyalty and store loyalty) in the retail context in Malaysia. A total of 300udquestionnaires were collected via convenience sampling from program members of hypermarkets and superstores inudMalaysia. A structural equation model that assessed the relationship between the proposed variables was tested using AMOSud20. The fi ndings revealed that of the three program benefi ts, utilitarian benefi ts and symbolic benefi ts were statisticallyudsignifi cant in infl uencing program satisfaction. In terms of loyalty, both hedonic and symbolic benefi ts were related toudprogram loyalty and only hedonic benefi t was positively related to store loyalty.